SONY Pictures Entertainment Ghostbusters pre-release campaign [case study]

Ghostbusters Pre-Release Campaign Expands Non-Traditional Royalties


CHALLENGE Sony Pictures Entertainment charged BDA to develop and execute an integrated marketing campaign for its Ghostbusters movie release. Deliverables requested:

  • Generate new revenue streams from unconventional markets and demographic targets

  • Increase Ghostbusters movie brand awareness to incentivize theater ticket sales

  • Develop the campaign within a tight budget and short timeline


OUR ACTION - BDA stimulated nontraditional royalties and licensing opportunities by driving Ghostbusters pre-release buzz into new unique, untapped markets.

  • Established Ghostbusters theme nights and exclusive bobblehead giveaways for Major League Baseball teams

  • Activated retail partnerships with Kellogg’s and Walmart

  • Developed promotional merchandise for slot machines and participating state lotteries

  • Showcased 25,000 Ghostbusters branded items at International Game Technology (IGT) and Global Gaming Expo (G2E) tradeshows



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RESULT - The Ghostbusters film grossed more than $228 million in theaters worldwide and Sony Pictures Entertainment received 15% of more than $1.4 million from branded merchandise royalties.

  • Distributed 7,500 Ghostbusters bobbleheads to more than 40K stadium attendees

  • Created 2.3 million toys for Kellogg’s cereal boxes, and back-to-school merchandise for more than 3,000 Walmart stores nationwide

  • Produced 1,000 Ghostbusters products for participating state lotteries and casinos

  • Increased brand exposure to nearly 20,000 tradeshow attendees


SERVICES UTILIZED - Entertainment Marketing, Program Management, Event & Tradeshow Solutions, Sponsorship Activation, In-Store / POS POP


TESTIMONAIL/VOC - "BDA has been an integral part of our Ghostbusters property launch from the Kelloggs's pack-in to the WAlmart merchandising display. We look to them to extend out property in traditional channels as well as new ones, delivering every time." - Mark Caplan, Senior VP, Global Consumer Products, Sony Pictures Entertainment.


*All content and photos are used with express permission from the BDA marketing department.

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